Abstract:

The information necessary for the marketing decision making is generally issued from many chronological and spatial independent systems. It is the case for SECODIP where we find several information systems consumer's panels, retailer panel, advertising expenditure research, ad hoc surveys (schema 1). The main object of the SECODIP data bank is to integrate all these data at the basis. The general organisation of the new system is resumed in the schema 2. We can see that this new system does not take the place of the present one, but completes it. The two main ideas of this new system are the following: 1) The integration of the data is realised at the basis, on the consumption unit (the household); 2) The system restores a specific information adjusted to a given demand itself function of the marketing decision.